Epiphany Conference 2024: Protection of journalistic content and expansion of media funding

Publisher President Andrea Masüger chooses clear words at the Epiphany Conference, the traditional start to the year for the media industry. In order for the Swiss media to maintain their democratic function, political measures and an active approach to the opportunities and risks of generative artificial intelligence are urgently needed. This is linked to an appeal to the global tech platforms for the protection of intellectual property and transparency.

With over 250 representatives from media companies, politics, authorities and business, the traditional Epiphany Conference was once again a complete success as the start of the year for the media industry. However, Andrea Masüger, President of the Swiss Media Publishers Association (VSM), is concerned about the complex challenges facing the industry. In his speech, he chose clear words: in order to maintain the effectiveness of journalism in Switzerland, urgently needed political measures are now required, such as the temporary expansion of indirect press subsidies for local and regional newspapers, the adaptation of copyright law to the digital age and international standards (ancillary copyright) as well as greater consideration by the SRG for the private media. "The drastic cost-cutting measures taken by media companies in recent days and weeks show that time is of the essence," says Masüger.

Generative AI brings opportunities and risks

The conference was dominated by the development of generative artificial intelligence. Experts, media scientists and media managers explored the opportunities and risks of the new technology for the media, democracy and society. For publisher president Masüger, one thing is clear: "The risks to the journalism business model and the damage to democratic politics are at least as great as the opportunities that AI will bring to the media." It is now important to actively exploit the opportunities and mitigate the risks. The VSM therefore provides its members with recommendations for the responsible use of AI in everyday journalism and at the same time makes an appeal to the tech platforms: There needs to be protection of intellectual property and fair remuneration for the use of journalistic content, there needs to be transparency about the mechanisms of generative AI and there needs to be cooperation between media companies and AI developers and operators. This is the only way to ensure a basic media supply in the age of AI. And this is the only way to protect democratic processes in Switzerland.

Pult: Politicians must face up to dramatic funding crisis

Jon Pult, Vice-President of the SP and until the end of last year President of the National Council's Committee for Transport and Telecommunications, which is relevant to media policy, also emphasized the importance of the media for our direct democracy in his speech and now sees politics as having a role to play in view of the "dramatic decline in journalism funding". In view of the rise in disinformation, "a healthy, diverse media system is also a question of national security". For example, the ancillary copyright should reduce disparities in the digital space and the expansion of indirect press funding should act as a necessary band-aid for the media.

In future, however, there will also need to be independent public funding for journalism in the interests of society, paid for by an advertising tax, for example. Pult also sees the dual media system in Switzerland and the unrestricted freedom of the press, a key liberal achievement, as crucial tools in the fight against rising anti-democrats worldwide. All of this is very honest, says Pult with a wink, because "as a non-Federal Councillor, I am allowed to say what I think".

Greg Piechota sees an AI content tsunami rolling towards us

"The advertising industry must also take responsibility"

Manfred Kluge, Chairman D-A-CH of the Omnicom Group, believes that advertising clients and media agencies are also responsible for the necessary media diversity and quality. According to forecasts, the advertising market will grow by 2026, but the distribution will continue to shift extremely towards search and social media platforms. As a result, a widespread media extinction is to be expected. Kluge calls on everyone to take action: In particular, advertising clients and agencies themselves should give greater weight to qualitative criteria when allocating their budgets.